Identify ways to improve Irish Spring’s body wash brand to make it stand out by performing a brand audit.
Competitive Analysis of mass, niche and premium brands.
MASS / NICHE / PREMIUM
Brands ranging from everyday drugstore brands to boutique retailers at various price points.
How does Irish Spring compare to all the other brands?
Compared to other brands around the same price point, the form blends in well.
A brand audit focusing on showcasing products, digital marketing, scent stories, and social media.
Old Spice: Portfolio encompasses all audiences, from Gen Z, Millennial and Baby Boomers. They want to show that there is an Old Spice for everyman. Unapologetic and tries new things, instead of ingredient line extensions. Offers a variety of conditioning, hydrating, foaming and new forms, such as shaving and creating a barbershop. Owns red across their whole line. Maximalist persona and endorses celebrities to promote their products.
Harry’s: Founder Story and Start Up / Tech Centric. Hitting the hallmarks of what millennial want: price centric, quality, and donates back to mental health services for men in need. Known for the razors but were not afraid to expand to other products. They are bringing it back to nature with their fragrances of Shisho, Redwood, Fig, Stone etc. and uses high quality product photography to highlight ingredients.
Molton Brown: London high end, luxury scent brand. Uses the juice color to evoke unique, sophisticated scents: Bushukha, Russian Leather, Tobacco, etc. Logo is crest/badge which is embossed on the cap, adding to the luxe look. Form is consistent across most lines. Digital media and website uses very high end product photography.
What does Irish Spring offer? This body wash provides 24 hours of freshness with its long-lasting scent. There is nostalgia there with older audiences who are used to the product.
Is there a white space within the competition?
Let's create a brand new design. Should we walk away from the Clover? Is it dating us? The logo needs a fresh look. Should we consider an icon? Is there a possibility of moving beyond body washes?
Should we consider creating new scents that are crave-worthy? What kind of fragrance are consumers looking for? Is hyper masculine the way to go? Or should we look into softer, natural scents?
Can we look into forms that can disrupt what’s on the shelf currently? An icon such as the ship from Old Spice of Wooly Mammoth could possibly make the brand more iconic.
Can we look at forms that can disrupt what’s on the shelf currently? An icon such as the ship from Old Spice of Wooly Mammoth could possibly make the brand more iconic.
Can Irish Spring become eco friendly? Recycle the plastic bottle, return it to the bar, and make it from recycled paper. Let’s create a bar designated for each body part, instead of the all-in-one most brands use. Would it be possible to create a limited edition bar soap based on a scent?
Changing the look completely with a brand-new bottle form. Matte, soft touch/silicone bottle, fluid pattern. Changing the theme to calm, clarity, decompression, and rest. Can the name simply be “Spring”? Get rid of “Irish” entirely. Can this appeal to a more Gen Z, Millennial group? Can we bring in a trending ingredient? Such as CBD adaptogen mixed with calming ingredients such as Chamomile, Eucalyptus, Vetiver?
Classic green of Irish Spring. Playing around with dark, deep greens. Can we make Irish Spring horizontal so it’s easy to design with? Does adding the year it was established give it more credibility? Changing to a pump bottle makes it more user friendly. Should Irish Spring try to highlight the recyclability of this product?
Forms with pops of color and labels with iridescent or holographic patterns are counter-worthy. Try to cater to a more unisex look, Irish Spring is for everyone. Can we change the look of Irish Spring to a product everyone is proud to show off? Can this packaging become insta-worthy?